Royal Challenge Sports Drink asks millennials to play bold

Royal Challenge Sports Drink has unveiled its new campaign featuring Virat Kohli that encourages the youth to make bold moves by giving out the message “Agar Bold Nahi Khelenge, Toh Kabhi Na Jaan Paayenge”. 

Developed in partnership with DDB Mudra Group, the new Royal Challenge Sports Drink campaign is built on the insight that millennials today are becoming increasingly individualistic and on this bold journey if they manage to overcome the fear of social stigma, failure, etc., then nothing can hold them back. The TVC features individual stories of real life challenges and mental battles that many people would have encountered and how they decided to make bold moves. 

The campaign is being launched with an open letter by Virat Kohli, where he encourages people to be bold and fearless by saying, “Kise pata kal hum kaunsi manzil, kaun se mukaam paayenge? Par ek baat zaroor hai - agar bold nahin khelenge, toh kabhi na jaan paayenge”. 

Subroto Geed, Senior Vice President – Marketing, at United Spirits, said, “The purpose of Royal Challenge Sports Drink is to inspire the spirit of taking on life – which is about being bold, stepping out of your comfort zone and making choices that are not defined by boundaries which others create for you. Virat Kohli is one of India’s biggest icons and he truly embodies this bold spirit – both on and off the field. Through Virat we hope to build a strong resonance for the campaign message and build the desire to live bold in the DNA of country’s youth.” 

Commenting on the campaign, Sonal Dabral, Chief Creative Officer of DDB Mudra Group, said, “These times are full of opportunities for everyone, but opportunities also bring insecurities and a paralysing fear of failure. This is where Royal Challenge Sports Drink comes in. It inspires us to take risks, it inspires us to be unafraid to walk alone. In this TVC, Virat the champion risk taker, questions a world that would have them rather stay safe than venture into the unknown. The film, inspired by real challenges and Virat’s own exploits as a cricketer, throws the proverbial spanner in the works, questioning the predestined journey we’re on, and signs off by gently suggesting that the path less taken is the only path worth taking. Asking us to play bold. It’s been not only exciting, but truly inspiring working on this film.” 

United Spirits is a subsidiary of Diageo Plc. In 2013-14, Diageo acquired a 54.8 per cent shareholding in United Spirits, making India one of its largest markets. United Spirits’ portfolio includes brands such as McDowell’s No.1, Royal Challenge, Signature, and Antiquity. The company also imports, manufactures and sells Diageo’s iconic brands such as Johnnie Walker, VAT 69, Black & White, Smirnoff and Ciroc in India. The company also operates brand extensions like Black Dog Sparkling Water, Smirnoff Experience, Royal Challenge Sports Drink, McDowell’s No.1 Soda and Bagpiper Soda, among others.